Donations of stocks, mutual funds, and other securities are increasing in popularity as a way for individuals to support their favorite causes. After all, these gifts offer exclusive financial benefits both to the donor contributing the gift and the nonprofit receiving it. But what about nonprofit stock donations and matching gifts? Are gifts of securities typically eligible to be matched by donors’ employers?
These are good questions—and they’re cropping up more around nonprofits and donors alike. As a nonprofit fundraising professional, you surely understand the value of corporate matching gifts and are seeking to get as many company matches flowing into your mission as possible.
That’s why we’ve put together this guide that will cover everything your team should know about stock donations and matching gifts by exploring the following topics:
Ready to dive into the world of securities and gift matches? Let’s begin with a brief overview of nonprofit stock donations.
Donating Stock to Nonprofits: FAQ
Just getting started with nonprofit stock donations? These are some frequently asked questions—and answers—on the topic.
What are stock donations?
Stock donations are a unique method of giving in which individual donors can support nonprofit causes by transferring ownership of stock shares from themselves to the organization in question.
Stock donations are also referred to as gifts of securities, which typically encompasses transfers of stocks, bonds, or mutual funds.
In order to secure the full financial benefits of a stock donation, the donor should have held the stock for at least one year from the time of the gift. The organization then has the option to sell the stock immediately upon receiving the donation or allow its shares to continue to appreciate in value.
What are mutual fund donations?
While stock donations typically involve the transfer of shares within a single company, mutual funds can include a portfolio of thousands of stocks, bonds, and other securities compiled as a single entity.
But when it comes to donating assets to charity, mutual fund donations function similarly to stock donations—and similar rules apply regarding mutual fund and stock donations and matching gifts. Most companies that match gifts of stock will also match mutual fund donations and vice versa.
One thing to note, however, is that the mutual fund transfer process can be a bit more complicated than that of single stocks and may require a more hands-on process by the organization receiving the securities.
Why do individuals donate stocks to nonprofit causes?
Nonprofit stock donations are becoming a favorite giving method among donors for multiple reasons. For one, gifts of securities such as stocks enable donors to contribute more to an organization and its mission than they might be able to on their own.
If an individual purchases $100 in stock from a company that has since appreciated to double in value, they will be able to funnel $200 toward a cause that they care about—despite having only paid $100 for the initial stock shares! (And if the donor’s employer will match their stock donation, the end value can reach higher than $400—but more on that later.)
Additionally, when donating stocks that have been appreciating for more than a year, donors actually contribute 20% more to the nonprofit than if they had first sold their stocks and made a cash donation with the proceeds. That’s because when an individual sells their stock, they’re subject to pay significant capital gains taxes, which are not applicable should they transfer the stock to the receiving organization.
Are all stocks able to be donated to nonprofit organizations?
Most stocks will be eligible for donation purposes to most nonprofit causes. However, some organizations may place certain stipulations on the types of companies whose stocks they will and will not accept.
For example, the American Heart Association refuses donations of stock or other interests in companies relating to tobacco, nicotine delivery, or cannabis. In the case that an individual attempts a stock donation that is not accepted by the organization to which they gave, the securities will ultimately be returned to the donor.
Nonprofits That Accept Stock Donations
Many nonprofit organizations accept charitable gifts of stocks and mutual funds, and the trend is continuing to grow. In the next few years, we can expect more and more charitable causes to collect and incorporate gifts of securities into their overall fundraising strategies.
As of now, we’ve pulled a list of a few well-known causes and their current guidelines for donating stock.
Donors interested in contributing stock to a particular cause are encouraged to explore their website, as the information regarding stock donation acceptance is often included within the organization’s “ways to give” page.
1. American Heart Association
The American Heart Association (or AHA) gladly accepts gifts of stocks (and mutual funds) from generous donors and provides easily accessible guidelines and instructions for multiple methods of doing so.
Here’s what their website had to say:
“You can use stock to support the organization through:
- Electronic transfer – Your broker can transfer shares using the AHA’s Depository Trust Company (DTC) number and account number to ensure delivery.
- Mail – You can mail paper certificates to the AHA.
Electronic Delivery of mutual fund shares is the most secure and practical delivery process available. If you would like to donate a gift of mutual funds to the American Heart Association, please contact us to confirm AHA’s brokers can accept the funds.”
Read up on the full program guidelines here.
2. Leukemia and Lymphoma Society
The Leukemia and Lymphoma Society, also known as LLS, encourages charitable donations of stock and mutual fund assets as well. They even provide a brief overview of the tax benefits offered to stock donors who are considering the option!
Here’s what their website had to say:
“If you own stock or a mutual fund that has appreciated in price since you purchased it, consider using that asset for your charitable giving. You get an income tax deduction for the full market value of donated securities that you have owned more than one year and you will avoid the capital gains tax on the appreciated value.”
Read up on the full program guidelines here.
3. American Society for the Prevention of Cruelty to Animals
The ASPCA is another organization that accepts stock transfer donations as a way for donors to support their cause. Within their plethora of suggested giving methods, gifts of security are highlighted along with detailed instructions on how to conduct the transfer process.
Here’s what their website had to say:
“For credit to ASPCA – American Society for the Prevention of Cruelty to Animals – Prior to transfer, please call the organization with the name of stock and number of shares to be transferred.”
Read up on the full program guidelines here.
4. Syracuse University
Syracuse University provides donors and prospects with information regarding multiple kinds of stock donations—including marketable securities, closely-held securities, electronic stock transfers via DTC, and mutual fund transfers. Their site also prominently displays contact information for the university’s advancement department which will help facilitate the transfer!
Here’s what their website had to say:
“When planning to make a gift of securities to Syracuse University, please notify Advancement Services. Gifts of publicly traded securities that have appreciated in value allow you to claim a charitable deduction for the full market value of the securities on the date the gift is made. You pay no capital gains tax on the appreciation.
Gifts of stock in closely held corporations may result in substantial tax benefits in the form of charitable deductions and avoidance of capital gains taxes. Closely held securities can be especially attractive in funding charitable remainder trusts or charitable remainder lead trusts. Because special regulations apply to gifts of this kind, we encourage you to consult your tax adviser and the University’s development staff when considering such a gift.”
Read up on the full program guidelines here.
5. Piedmont Healthcare
Piedmont Healthcare utilizes its website to encourage stock donations by interested supporters. One way they do so is by briefly highlighting the benefits to both their institution as well as to the donor contributing the appreciated securities (of both stocks and mutual funds).
Here’s what their website had to say:
“Gifts of appreciated securities, such as stocks or mutual funds, that have been held for over a year are a wonderful way to support Piedmont while potentially realizing important benefits for yourself.
Instruct your broker to transfer shares to Piedmont Healthcare Foundation by contacting Truist Bank via phone or email.
Contact your mutual fund company about the process of transferring mutual fund shares. A special form and signature guarantee will likely be required by them to initiate a charitable transfer.”
Read up on the full program guidelines here.
6. Florida State University
Florida State University provides stock donors (and prospective donors) with detailed instructions that outline the securities transfer process. The FSU Foundation incorporates tips and tricks for donors aiming to contribute stock to the university, whether electronically or with physical certificates.
Here’s what their website had to say:
“When donors’ securities are held in a brokerage account, the donor instructs their broker to transfer the securities to the university’s account.
Donors should also request that their brokers send confirmation of transfer to the FSU Foundation, Inc. The confirmation should indicate the donor’s name, the security being transferred, the Foundation account which should be used, and the date of transfer. Donors should then follow up with a letter to the FSU Foundation with instructions regarding their gift designation so that the gift can be properly credited.”
Read up on the full program guidelines here.
7. National Kidney Foundation
The National Kidney Foundation includes stock donations as one of their suggested ways to support the institution—along with other giving ideas such as cryptocurrency, vehicle donations, fundraising events, and more.
This organization provides interested stock donors with a downloadable PDF made available through their “Get Involved” web page.
Here’s what their website had to say:
“Please complete and email the included form to Cornerstone Advisors Asset Management prior to transfer.”
Read up on the full program guidelines here.
8. Lazarex Cancer Foundation
The Lazarex Cancer Foundation also encourages stock donations within their “How You Can Help” page. This section quickly highlights the significant tax benefits to the organization and the subsequently increased impact a supporter’s gift can make.
Here’s what their website had to say:
“Did you know that your gift could go further by donating stock directly? Direct stock gifts let us use 100% of your donation, rather than losing up to 37% of it to capital gains tax. Thus, you can make a bigger impact at zero additional cost to you. If you would like to make a stock donation, please contact the Lazarex team.”
Read up on the full program guidelines here.
Matching Stock Donations: The Basics
Clearly, stock donations are a great stream of additional fundraising revenue for nonprofits, and they’re becoming an increasingly sought after resource. At the same time, organizations are looking to get their charitable donations matched by donors’ employing companies.
So, do the two ideas coincide at all? Here’s what your fundraising team needs to know about the relationship between nonprofit stock donations and matching gifts.
Are stock donations typically eligible for corporate matching gift programs?
The #1 factor that determines whether an individual’s stock donation is eligible for a match through their employer is who their employer is and what that company has established in its matching gift program guidelines.
For example, some companies consider gifts of securities a particular form of in-kind donation (which are, unfortunately, not match-eligible in most cases). In that case, stock donations made by employees of these companies may not be eligible to request a financial match.
On the other hand, many businesses have classified stock donations as a form of monetary gift (in the likes of cash, debit/credit payments, or bank transfers) or a common exception to the in-kind donation rule. Donors employed by these companies are typically able to secure a gift match on behalf of your organization—so long as the value of the stock falls between the businesses’ predetermined thresholds.
Additionally, you’ll want to keep in mind that, as gifts of securities continue to grow in popularity among donors, we can expect many companies to begin adopting stock-inclusive matching gift program criteria for employee gifts in the near future.
How can I know if an individual’s stock donation qualifies for a match?
Let’s say your organization has just received a generous stock donation from a supporter of your cause. You may already know that their employer offers a matching gift program, and you’re looking to determine whether the stock gift is eligible for a match as well. Or, perhaps you’re unaware of whether the employing company matches any sort of employee donations to begin with. In either case, the answer should be located within the corporation’s matching gift program guidelines.
Nonprofits looking for this information may decide to conduct an online search for a company’s publicly-facing matching gift program guidelines to determine whether stock donations are mentioned. Donors seeking the information on their employers’ giving program can do a similar search of online resources, or they may look to internal documentation in an office policy handbook, workplace giving portal, etc.
However, the easiest way to uncover match-eligibility status for any donation—stock or otherwise—is by utilizing a matching gift company database.
Luckily, Double the Donation offers the most comprehensive database available, with detailed listings for tens of thousands of companies. Nonprofits and donors alike can begin typing a company’s name within the embedded autocompleting search tool and be instantaneously met with match qualifications, types of eligible donations, and more.
If the provided guidelines mention stock donations as a viable option for matching donations, you have your answer—the gift of stock is likely matchable for your cause!
If available documentation fails to reference gifts of securities at all, on the other hand, it’s likely that the donation would not be eligible for a corporate match. However, we recommend encouraging donors to inquire about the possibility with their companies to find the most definitive answer to the question at hand.
What are corporate stock donation matches worth?
When a stock donation (that has previously been identified as eligible for a corporate matching gift) is requested by a donor, the employer typically agrees to match the value of the stock on the day on which the stock transfer was made.
Thus, nonprofit donors are able to secure a match by their employer equal to the purchase price plus the appreciated value of the stock—which is typically greater than the individual’s initial financial investment!
What trends are expected regarding stock donations and matching gifts?
As of 2022, it’s estimated that the majority of companies with employee donation-matching programs do not currently provide matches for gifts of stock and mutual fund contributions. However, more and more companies are matching these gifts—and leading the way toward others eventually following suit.
The more popular stock grows as a form of nonprofit giving, the more companies will adopt stock-inclusive matching gift program guidelines.
And when you take a look at the financial benefits to parties on both sides of the transaction (one research study reported fundraising growth of up to 55% for organizations that allowed non-cash donations such as stock as viable donation options!), and the ease with which gifts of securities are becoming, it’s likely a trend that we’re just seeing the beginnings of.
Companies That Match Stock Donations
Companies that match employee stock donations do so for the same reason as to why they match cash donations. These typically include corporate tax benefits, increased employee engagement, and positive public relations efforts.
Though not all businesses with gift-matching programs consider stock donations as matching gift eligible, many do. Here are a few examples of companies that match stock donations made by their employees to qualifying charities!
1. Chevron
Chevron is well-regarded as having a generous corporate matching gift program, agreeing to match up to $10,000 in charitable donations per employee on an annual basis. And the best part is that they do match the market value of stock donations that their employees transfer to nearly all nonprofit organizations.
Here’s a glimpse at what Chevron says about stock donations and matching gifts:
“Gifts can be given to nonprofits on the Chevron Humankind site via a payroll deduction or credit card payment, or given directly to the nonprofit offline (e.g. check, cash, stock, etc.).”
Read up on the full program guidelines here.
2. Google
Google offers both full and part-time employees the opportunity to participate in its corporate gift-matching initiative! Gifts worth up to $10,000 (including stock donations) will be matched to many nonprofit causes, including educational institutions, health and human services, cultural and community organizations, environmental nonprofits, and more.
Here’s a glimpse at what Google says about stock donations and matching gifts:
“Your gift must be in the form of check, credit card or marketable securities with a quoted market value. Gifts of securities will be matched with cash. The value of the stock will be calculated using the price at the close of the market on the day of transfer of the security.”
Read up on the full program guidelines here.
3. General Electric
General Electric has matched a wide range of employee donations since 1954. In fact, it was the first corporation to roll out a corporate gift-matching program, though it was a fairly limited offering compared to what we see now!
Since then, GE has expanded its employee giving program to encompass new methods of giving—including contributing securities such as stocks—as well as more nonprofits being eligible to receive funding.
Here’s a glimpse at what General Electric says about stock donations and matching gifts:
“Gifts may be made via cash, check, debit/credit card, or stock. Gifts may also be made by current payment from an entity such as a personal foundation or donor advised fund if that entity has been funded solely by the eligible GE participant.”
Read up on the full program guidelines here.
4. Merck
Merck & Co. matches numerous types of employee donations to charitable organizations. Within the company’s matching program criteria, they include a fairly detailed account of stock donations—including the process for requesting a corporate match and the benefits employees receive from giving this way.
Here’s a glimpse at what Merck says about stock donations and matching gifts:
“Matching funds can be requested for one-time cash, check, credit card, or stock donations, via the Merck Gives Back (MGB) website.
When making a stock donation, enter the market value of the stock on the day you issued the stock to the nonprofit organization. The organization will be asked to confirm the realized value of the stock donation and the Merck Foundation P4G program will match funds equal to the realized value of donated stock.
You can deduct the full current value of the stock (regardless of purchase price) and avoid the capital gains taxes associated with selling the stock for profit; therefore, you pay no taxes on the appreciated value of the stock and take the full deduction for the current value of the stock.
You may not donate Merck stock options; however, you may donate Merck stock after you exercise your options.”
Read up on the full program guidelines here.
5. State Farm
State Farm Insurance matches donations made by current full-time employees, part-time team members, and retired workers alike—in any way they give to nonprofits. This includes gifts of securities and mutual funds, for which they detail a few stipulations of match eligibility.
Here’s a glimpse at what State Farm says about stock donations and matching gifts:
“Donations of Mutual Funds Units and Securities traded on the New York Stock Exchange, American Stock Exchange or NASDAQ National Market meeting the following requirements:
- The eligible donor must be the sole owner or have final authority to transfer ownership of the security or mutual fund unit to the eligible organization.
- Ownership must be signed over to the eligible organization.
Please note: The exact value of the donated securities or mutual fund units will be based on the closing market price the date the transfer is complete.”
Read up on the full program guidelines here.
6. Verizon
Verizon offers its employees multiple matching gift program options, the individual matching grants program being the one in which stock donations are considered match-eligible contributions. The company matches to nearly all 501(c)(3) organizations (or an equivalent internationally), with schools being eligible for a $5,000 donation or stock match and other nonprofits for a $1,000 donation or stock match.
Here’s a glimpse at what Verizon says about stock donations and matching gifts:
“Donations must be in one of the following forms: Personal check, Paypal, money order, payroll deduction, credit/debit card payment, wire/bank transfer, transfer of stock certificate.”
Read up on the full program guidelines here.
7. Apple
Apple offers a slightly different type of corporate stock donation-matching program but will match certain gifts of securities nonetheless. Instead of matching any kind of stock donations, Apple matches stock donations only of the Apple company itself.
Here’s a glimpse at what Apple says about stock donations and matching gifts:
“Visit the Employee Giving portal to request a matching donation for your volunteer time or to make a one-time or repeating monetary donation to the charitable organization (or cause) of your choice using a credit card or PayPal account. You can also request a match for a monetary or stock donation you’ve already made.
To be eligible, your monetary donations must be paid in full — not pledged — via cash, personal check, credit card, PayPal, or Apple stock.”
Read up on the full program guidelines here.
There’s no one-size-fits-all answer when it comes to nonprofit stock donations and matching gifts. Some companies will match employee gifts of securities, while others will not.
But the good news is that more and more corporations are beginning to be inclusive of stock and mutual fund donations within their employee matching programs. That means you’ll want to keep an eye out for new programs being established and existing matching gift companies expanding their eligibility criteria.
Interested in learning more about matching gifts and other nonprofit fundraising opportunities? Check out these other Double the Donation resources:
Marketing Matching Gifts To Your Internal Team
/in Learning Center, Marketing Strategies /by Adam WeingerEmployees (or volunteers, for that matter) of any nonprofit should believe in their mission wholeheartedly. At the same time, team members across all roles and departments should be encouraged to further their good work in any way they can.
Why else would a person dedicate their life to any profession? Sure, some people might work for money alone, but in the nonprofit sector, the ultimate goal is often not a personal or financial one.
Rather, key objectives include delivering a positive effect on the world by helping solve problems and overcoming community roadblocks. This often involves providing a solution via goods or services where there once was a gap. The problem is that these solutions typically require a decent amount of funding to establish.
If you’re looking for new methods that your organization can use to collect increased funds, matching gifts are one of the best ways to go. And the first logical step in driving matching revenue is beginning with your nonprofit itself—by marketing matching gifts to your internal team.
By incorporating the following matching gift marketing strategies into your overall nonprofit fundraising plan, you can ensure your team is doing the best job possible in acquiring matching gift funds. This should include prioritizing your:
Remember, internal outreach encompasses all areas of your nonprofit’s “behind the scenes” efforts—including paid staff members, volunteer teams, dedicated fundraisers, and so on.
Let’s dive in with key ways to market matching gifts to these critical teams!
Marketing Matching Gifts With Internal Awareness
One of the first steps you’ll want to take in order to market matching gifts to your nonprofit’s internal team is to increase awareness of the opportunities within your organization. Make sure that every team member is familiar with the concepts involved with employee gift-matching so that they can be better prepared to pass on the information to interested supporters.
When your team has a solid foundation of knowledge about matching gifts, your staff and supporters will naturally spread the word about the opportunities. Informing your internal staff about matching gifts reminds them to prioritize and elevate matching gifts every chance they get.
Here are a few best practices to consider when marketing matching gifts by increasing internal awareness:
Internal promotion may be the most essential strategy for promoting matching gifts. Of course, you’ll want your fundraising team to understand and communicate the value of matching gifts. But don’t stop there! Make sure every person within your organization is trained on matching gift fundraising strategies—from the board president to your custodial staff!
This can be as simple as informing your staff about matching gifts at your next organization-wide meeting. Then, implore your team to be mindful of these programs when speaking to both donors and prospects. Once the word about matching gifts is out, it can spread like wildfire from one trusted voice to another.
Marketing Matching Gifts With Matching Gift Teams
Strategies for marketing matching gifts to your internal team typically begins with establishing a dedicated matching gift coordinator and team. Once ready and equipped, these individuals will work to spread the word and prioritize the opportunity for everyone else involved with your nonprofit.
Sure, everyone should have basic knowledge when it comes to corporate gift-matching. But in order to fully implement the funding source in your overall nonprofit fundraising strategy, it’s important to form a dedicated matching gift team that goes above and beyond in pursuit of matching gifts.
Here are a few best practices to consider when marketing matching gifts by forming a matching gifts team:
For the greatest results, a matching gift fundraising team should address specific roles in the matching gift process. This group of dedicated individuals is designed to get all of your matching gift efforts streamlined and bring in more corporate-matched donations than ever before.
Specifically, hiring a matching gift expert (or forming a team of matching gift fundraisers) will ensure that you have a point of contact for everything matching-gift-related. This can lead to better outreach and marketing strategies for matching gifts. There’s a real science to maximizing matching gifts, and it takes foundation in proper execution from a dedicated matching gift team.
Marketing Matching Gifts With A Matching Gift Fundraising Plan
With your matching gift team in place, it’s time to execute your efforts with a detailed fundraising plan. With determination and proper strategy on your side, your organization as a whole can benefit from a substantial increase in doubled donations.
To do so, be sure to first identify to whom you plan on marketing matching gifts—and how you aim to do so. This step also involves determining exactly what information you’d like to share with donors. Consider the following questions:
Do you simply want to inform donors that matching gift programs exist? Shall you educate them on how to get involved? Would you like donors to know how matching gifts provide necessary additional funds for specific mission initiatives? Are you aiming to direct eligible donors directly to their companies’ matching gift program guidelines and instructions?
More than likely, your answer will involve a combination of each key topic. But don’t forget—before you can craft your plan to communicate the above information to donors, you’ll need to ensure your nonprofit team is up to speed as well.
Here are a few best practices to consider when marketing matching gifts to your internal team by developing a detailed matching gift fundraising plan:
When you inform your staff about matching gifts, it essentially launches the domino effect, and, before you know it, soon, word has spread throughout your entire network about the power of matching gifts.
Be sure to articulate that submitting a matching gift will allow people to go the extra mile and do even more for your mission—all without having to reach back into their own wallets. That should be the foundation of your matching gift fundraising plan!
Marketing Matching Gifts With Key Metrics
As you dive into marketing matching gifts to your nonprofit’s team by forming a marketing plan, sharing corporate giving content with donors, and incorporating matching gift training into ongoing staff management, don’t forget to also measure your results.
Here are a few best practices to consider when marketing matching gifts by tracking and recording key fundraising metrics:
By tracking, recording, and analyzing key fundraising metrics, you can easily evaluate your data. From there, you’ll be able to continuously improve your matching gift promotion strategies both internally and beyond your own team.
Remember—there’s always room for improvement when it comes to optimizing your fundraising efforts. As you learn from past initiatives and aim for increasingly improved results, keep in mind that key updates can be made to better engage with your audience (not to mention your own internal team) at any time.
Getting your nonprofit’s team on board with matching gifts is an essential prerequisite for effective matching gifts fundraising. Before you can market the opportunity to external supporters, it’s vital that your fundraisers are up to speed with all things matching gifts and ready to communicate the impact and importance of these programs to donors and supporters.
It all starts with marketing matching gifts to your internal team! Be sure to increase awareness of the programs, form a dedicated department devoted to amplifying matching gifts, and track and report key fundraising metrics throughout the process.
Ready to learn more about matching gift opportunities? Read up on these additional resources—and be sure to share your findings with the rest of your internal team:
Marketing Matching Gifts With Direct Mail Outreach
/in Learning Center, Marketing Strategies /by Adam WeingerWhile electronic communication is a speedy and efficient outreach strategy, some donors prefer communication via direct mail. That’s why we recommend taking a multi-channel approach to marketing matching gifts with direct mail outreach and online engagement efforts.
This way, you’re able to reach a significantly wider audience while offering additional touchpoints to make your materials stand out. And in the end, that means more matching gifts for your cause.
Now, you might be asking yourself (or your team): “Is paper marketing out of date?” The simple answer is that no, it’s not. In fact, there are a number of donors who still prefer the personal touch of tangible mail.
When people read direct mail, as opposed to email or other online communications, the interaction between ink and paper does something to help people better remember what they’re reading. Common sense would advise that you don’t just want people to read about matching gift programs; you want people to remember them.
Though digital giving methods are en vogue as of late, some donors don’t respond to internet-based outreach. Whether your donors are less technologically savvy or simply prefer a good, old-fashioned letter, some donors are best contacted through the (still lively) snail mail process.
This may include a combination of:
The debate between paper communication and technological communication has raged on for years. Nonetheless, employing both types of marketing works best.
Every type of direct mail has its place in the matching gift donation cycle, and each one will help you better reach that vital segment of donors who prefer to interact via direct mail communications.
In this guide, we’ll learn more about marketing matching gifts with direct mail using each of these strategies. Let’s begin!
Marketing Matching Gifts With Letters
Use letters to remind donors to check if their employers offer matching gifts. Make sure the wording doesn’t read like a sale but rather feels like a personal communication between your nonprofit and the donor.
You want people to know that, by applying for a matching gift, they’re doing a great service to your nonprofit—above and beyond their initial contribution. If you have the time and resources, consider writing your letters by hand. If not, you may decide to opt for printed matching gift letters.
Consider these best practices for marketing matching gifts with direct mail letters:
Just be sure to write to your donors like they’re human beings and share personal stories to get them increasingly invested in your cause. This will encourage individuals to want to go the extra mile to seek out and participate in their employers’ matching gift programs.
And when you receive a matching gift, remember to say “thank you!” Even if you communicate with a donor primarily via email, a paper thank you in the mail can be a great way to show how much you appreciate the additional dollars (and the steps the donor took to secure the funding).
Marketing Matching Gifts With Direct Mail Inserts
If you don’t want to edit all of your existing marketing materials to mention matching gifts, or if you want to call added attention to such programs, paper mailing inserts may be the offline marketing technique for you.
Paper inserts are typically slips of paper included in additional donor mailings that call special attention to matching gifts. And they come in a variety of forms, as well. Sometimes they’re as simple as small pieces of paper, though you could even get creative and turn your paper insert into a bookmark or another longer-lasting material.
Consider these best practices for marketing matching gifts with direct mail inserts:
Direct mail is more likely to be noticed by less tech-savvy donors and members who aren’t exploring your website on a regular basis. Including a matching gift insert in new members’ or donors’ welcome packets, membership renewal materials, or annual update communications can bring additional attention to matching gifts.
Marketing Matching Gifts With Postcards
People love receiving personalized mail, and postcards can be a great way to make your materials stand out. After all, you get to immediately surpass the issue of donors who never get past the first obstacle—the envelope.
As a result, postcards can be an especially effective way to encourage donors to submit matching gifts.
Consider these best practices for marketing matching gifts with postcards:
Just as with the solicitation letters, the more personalized you can make your postcards, the better. Handwritten cards are great, but at the very least, you’ll want to have your postcards signed by hand. Knowing that a real person cared enough to write (or sign) your mailing can go a long way toward connecting with recipients on an individual level.
Marketing Matching Gifts With Thank-You Notes
It’s likely that your nonprofit is receiving matching gift checks several months after the original donations. Sending thank-you notes is a great way to notify your donors that the matching contributions were received.
Thanking donors is not only the right thing to do, but it also instills a positive impression in donors’ minds and ultimately closes the loop. As a result, donors will be more likely to make future contributions with matching gifts.
Consider these best practices for marketing matching gifts with thank-you notes:
For large institutions, the chances are that you’ll be sending notes to more people than hand cramps you care to endure. Printed materials are a speedy and efficient alternative to handwritten letters, but if you want that personal touch, pick up a pen and scribble a quick message. Even just signing at the bottom can show an extra level of dedication that donors will respond to!
Marketing Matching Gifts With Physical Newsletters
Physical newsletters as a marketing medium offer a unique opportunity for organizations to share content that goes in-depth about the details of matching gifts. After all, this method typically encompasses an increased amount of space to articulate why matching gifts are important—and their specific benefits to your nonprofit—as compared to some other direct mail or even online marketing tactics.
This, in turn, brings them closer to your nonprofit in a way that makes them feel more in touch with (and thus more included) in your community.
Consider these best practices for marketing matching gifts with physical newsletters:
Chances are, you have an online newsletter to share current events and updates surrounding your nonprofit organization and its mission. But have you noticed that some people still prefer the physical newspaper to the digital edition?
As a result, a physical newsletter gives you a better chance of reaching donors who you might otherwise miss.
Marketing Matching Gifts With Return Envelopes
If your nonprofit is like other organizations using direct mail to solicit donations, you probably include a pre-addressed, pre-paid return envelope. This is a common practice, the purpose of which is to make it easy for donors to send in their donations.
But did you know that the return envelope is also a prime spot to remind donors to look into their employers’ matching gift programs?
Consider these best practices for marketing matching gifts with return envelopes:
If a donor is submitting a gift to your organization via return envelope, there’s no better time to inform them of the power of matching gifts.
Why?
These already-philanthropic donors can increase the impact of their donations to your organization without spending any more on their initial donation. Right when they’re already in the giving spirit is the perfect opportunity to inform them about the opportunity!
A lot of the time, scoring matching gifts is about increasing awareness about these programs. Marketing matching gift with direct mail outreach offers a bevy of ways to connect to donors—and some donors even respond better to paper mail than they do digital methods.
From letters to postcards to newsletters, you have a ton of options to raise more fundraising revenue than ever (both matching gift and otherwise).
And remember—the question is hardly ever whether to market matching gifts with direct mail or with digital outreach. Instead, a multi-channel approach is nearly always the best solution for communicating with donors, sharing information in effective and memorable ways, and ultimately driving more donation matches to completion.
Interested in increasing matching gift marketing for your cause? Check out our other educational resources to raise more:
Marketing Matching Gifts On Your Website
/in Learning Center, Marketing Strategies /by Adam WeingerYour website is likely the number one place where donors come to learn about your mission and, ultimately, make a contribution to the cause. Marketing matching gifts on your website is a great way to promote the opportunity while encouraging donors to give more—and make a matching gift request.
While many of your site’s visitors may start out as strangers, the goal is to impress every user—and to make sure that all parties leave feeling satisfied and looking forward to their next visit. Matching gifts are a great way to do that.
With donors going the online giving route more and more often, an organization’s website encompasses endless opportunities to educate supporters about matching gifts and drive them further down the donation-matching funnel.
Because a nonprofit’s website is such a multifaceted tool, there are a ton of ways to market matching gifts effectively within the online resource. In this guide, we’ll dive into four of the most common and impactful methods for doing so:
As with any modern organization, your website is often the first impression someone has of your nonprofit. It’s essential that you make it count by sharing about matching gifts every chance you get. The more familiar donors are with gift-matching initiatives, the more likely they ultimately are to participate!
Marketing Matching Gifts With Dedicated Match Pages
As you learn more about corporate giving, be sure to share this knowledge with your supporters. When you inform donors about corporate philanthropy (and specifically employee or workplace giving opportunities), they’ll know their impact can be multiplied without reaching back into their own pockets. All they need to do is request a matching gift!
One of the best ways to ensure each donor has access to a wide range of matching gift information (and knows how to locate more), we recommend hosting a dedicated corporate matching gift web page on your website. This way, donors will have easy access to a landing page where they can learn about matching gift programs and discover if their employers participate.
This page can communicate relevant facts, such as matching gift statistics or annual donation numbers, as well as allow donors to search for information with an embedded company search tool. It could even be as simple as stating what matching gifts are!
Make sure to incorporate the following best practices for matching gifts on your dedicated match page:
The goal of your matching gift page is to provide donors with a place to both learn about matching gifts and be spurred into action on the spot. With Double the Donation’s matching gift services, for example, you can empower donors to participate with year-round access to the forms, guidelines, and instructions they need to submit matching gift requests in minutes.
Marketing Matching Gifts With Images and Buttons
Images and buttons are each highly effective ways to draw attention to matching gifts within your organization’s website. Well-crafted visuals are significantly more eye-catching than plain text links (which are often overlooked) and can be a great resource for driving website visitors to take an intended call to action.
Make sure to incorporate the following best practices for matching gifts using images and buttons:
Once you have your images and buttons created and ready to go, consider incorporating one or more of these resources into your website, along with other digital communications—such as social media marketing and matching gift emails—as well.
Marketing Matching Gifts With Navigation Bars
A website’s navigation bar is used to provide visitors with an easily accessible resource with which they can travel throughout the site from page to page. For many nonprofits, this navigation bar (also known as a “navigation menu”) incorporates the most highly-trafficked pages.
Depending on the organization in question, this might include items related to the organization’s mission and vision, an “about us” page, contact information for users to get in touch with the team, and a number of ways to support the cause.
By including a link to your organization’s dedicated matching gift web page (described above) within your navigation bar, you can allow users to access that information from anywhere on your website.
Make sure to incorporate the following best practices for matching gifts on your website navigation:
Incorporating a matching gifts link in your navigation bar allows donors to intuitively discover matching gifts. Once a user clicks the link or button, they are able to dive into all the nitty-gritty details about matching gift programs. But all it takes to spark that interest and get the user involved is typically just a few words within the navigation menu!
Marketing Matching Gifts With Ways to Give Pages
A functional website is a necessity for every organization. Not only is it a valuable resource for sharing information about your cause and operations, but it also offers an invaluable source of real estate for promoting revenue opportunities—both matching gifts and otherwise.
For many organizations, that’s where their Ways to Give page comes in!
A “ways to give” page is an area on a nonprofit’s website where people learn about a wide range of support options for the organization. This often includes online giving, upcoming events, direct mail donations, peer-to-peer fundraising opportunities, volunteer initiatives, and, of course, workplace giving programs such as donation matches and volunteer grants.
Make sure to incorporate the following best practices for matching gifts on your “ways to give” page:
There are typically a ton of ways for supporters to contribute to your organization, and you’ll want to advertise them all on your “ways to give” page. Then, as donors are looking for impactful opportunities to support your cause, remind them that having their employers double their donations is a simple way to make their gift go further.
Implementing matching gift promotions across your website is a major step in boosting your revenue. Don’t overlook it!
Individuals looking to get involved in your giving in the first place will be more inclined to contribute while existing donors will be able to easily locate the information they need to get their gifts matched by their employers.
As your organization’s #1 marketing tool, marketing matching gifts on your website is essential.
Interested in learning more about effective matching gift fundraising practices? Check out our other educational resources on the topic:
Marketing Matching Gifts In Your Donation Process
/in Learning Center, Marketing Strategies /by Adam WeingerMatching gifts empower donors to make a larger impact on a cause that they care about. This is often done by enabling them to contribute greater donation value than they would or could have been able to give on their own. Not to mention, Double the Donation research reports that 84% of donors say they’re more likely to donate if they know a matching gift is being offered.
That’s why marketing matching gifts in your donation process is becoming an increasingly popular choice. In this guide, we’ll cover four of the most impactful ways that nonprofits like yours are choosing to do so, including:
At most companies, submitting a matching gift takes only a few minutes—and marketing matching gifts doesn’t have to be difficult, either. It makes sense to begin with the point at which donors are most highly engaged in the organizations they’re giving to. And because this typically occurs while donors are actively making their donations, marketing matching gifts directly within the giving process is one of the most effective strategies you can incorporate.
Let’s begin!
Marketing Matching Gifts With Donation Pages
To determine matching gift eligibility, you’ll need to know where your donors work. Luckily, one of the most effective ways to collect donor employment data is by including an optional field directly within an organization’s donation page.
Donors are already providing your team with a lot of valuable information—such as their name, email, phone number, and perhaps even mailing address. Many individuals will be inclined to enter their employer’s name when prompted, as well. This is especially true when you provide a bit of context as to why you’re seeking the information in the first place—which is to identify matching gift eligibility to get their donation doubled.
These are some best practices for marketing matching gifts within your donation page:
Not to mention, the above studies show that 1 in 3 donors are likely to give a larger gift if matching is applied to their donation. This means that incorporating matching gifts in your donation process can even result in significantly increased donation sizes to begin with.
Marketing Matching Gifts With Donation Confirmation Screens
Your donors are clearly passionate about your organization—and they’re at a significantly high level of engagement upon completing an online donation. Be sure to highlight just how easy it can be for donors to double their donations by taking a single additional step beyond their initial gifts.
These are some best practices for marketing matching gifts within your confirmation screen:
By featuring matching gifts directly on the donation confirmation page, you can aim to leverage donors’ giving momentum while your organization and its cause are still fresh on their minds. It’s effective and simple, and many supporters will be happy to take this next step—perhaps even immediately!
Marketing Matching Gifts With Donation Confirmation Emails
When your nonprofit receives a gift, you should always be sure to thank the giver—which is often done through donation follow-up (confirmation, acknowledgment, etc.) emails. This email is also a great opportunity to promote matching gifts to your donors. Their donations likely remain fresh on donors’ minds, and a little nudge saying that they can double their donations—without shelling out another cent—can go a long way.
These are some best practices for marketing matching gifts within your acknowledgment emails:
An individual who has already made a donation to your organization has demonstrated that they’re clearly passionate about your cause. Make sure to highlight matching gifts in the acknowledgment letters and emails that get sent out, emphasizing the increased impact that matching gifts can have on your mission.
Marketing Matching Gifts With Matching Gift Recognition
At this point in the process, you’ve likely already thanked your donors for their initial contributions to your cause—probably even within the first 24 hours or so. But for your matching gift donors, the appreciation shouldn’t stop there!
Recognizing your matching gift all-stars after you receive their corporate match is a great way to continue promoting matching gifts to your supporters. At the same time, you can increase the likelihood that donors will participate in the matching gift process for the years and donations to come.
These are some best practices for marketing matching gifts with matching gift recognition:
It can also be a great idea at this point to reiterate the doubled impact made possible by corporate matching gifts.
In many scenarios, your matching gift recognition efforts will be the last touchpoint you have with a supporter regarding a particular donation. You’ll want to leave donors with a positive impression of your engagements to ensure they’ll continue in the relationship they have with your cause!
When promoted effectively, requesting a matching gift can be seen as the next logical step that a donor takes upon submitting their initial gift. Thus, when you incorporate matching gift marketing efforts into your overall donation process, you can help guide donors seamlessly from one task to the other.
If you’re interested in learning more about matching gifts, read up on our other comprehensive corporate fundraising guides:
Marketing Matching Gifts In Your Digital Communications
/in Learning Center, Marketing Strategies /by Adam WeingerThe #1 reason why donors don’t submit matching gift requests is that they don’t know their employers offer such programs. Corporate giving can be a significant source of revenue for nonprofits, and promoting these engagement opportunities to donors can substantially increase your giving revenue. That’s why more and more organizations like yours are crafting strategies to drive this funding source—including marketing matching gifts in your digital communications.
In fact, studies show that mentioning matching gifts in fundraising appeals results in a 71% increase in response rate and a 51% increase in the average donation amount. Not only do matching gift programs double individual donations, but they also encourage more donors to give in the first place and to increase their original contribution. In the end, that makes the matched gift larger, too!
In this guide, we’ll discuss a few of the most impactful and efficient ways to inform donors about gift-matching programs by utilizing digital communications. These typically include:
Incorporating corporate giving into your digital outreach strategy can put you on the path to reaching your fundraising goals in a fraction of the time. Let’s get started!
Marketing Matching Gifts With Email Signatures
Chances are that your organization sends a ton of emails—including fundraising messages, mission-related content, and more. But did you know that every message you send can be an opportunity to promote matching gifts? Just use your email signature!
An email signature typically includes an individual’s personal contact details, nonprofit information, and even a relevant image or organization logo—but it’s also a great place to promote matching gifts.
Best practices for marketing matching gifts with your email signatures include:
A simple blurb or a flashy graphic about corporate giving can increase awareness and be the needed push for donors to take a quick five minutes to submit matching gift requests. It’s one of the easiest and most cost-effective ways to promote matching gifts year-round.
Marketing Matching Gifts With Emails
Email outreach is a vital component of digital communications and overall fundraising. Email provides instantaneous outreach to donors, so you can essentially say, “Hi. What’s up? Have you thought about matching gifts today?” Then, people can reply (or request their match!) just as quickly.
Best practices for marketing matching gifts with your email streams include:
Snail mail simply cannot keep pace, and at $0.55 a stamp, why would you pay to slow things down?
A successful email marketing strategy hinges on a well-paced, steady procession of the right moves rather than a reckless bombardment of emails. With enough space to write a quick blurb and/or link to a full-length article, email messages are a great place to educate donors about matching gifts.
Keep in mind that an email or digital newsletter dedicated to matching gifts is likely going to be the most effective strategy. However, incorporating matching gifts in a larger email resource can work well, too. Loyal donors will likely read your regular emails, so it’s a good place to provide in-depth information about the benefits of corporate giving.
Marketing Matching Gifts With Prewritten Articles
Organizations often use online blogs to keep supporters updated on their efforts and tell the nonprofit’s story. Why not also utilize your blog to share ways for donors to double their donations, enabling your team to keep telling that story?
Blog articles are a great way to start the conversation about corporate philanthropy, specifically the role that individual donors can play. Consider telling in-depth stories about the importance of matching gifts while educating people on how to submit the necessary forms.
Best practices for marketing matching gifts with your prewritten articles include:
Many donors have never heard of matching gift and volunteer grant programs, so it’s important to inform your supporters about the opportunities. And in order to evoke emotion and drive more donors to participate, we recommend carefully demonstrating the increased impact that corporate giving can have.
Marketing Matching Gifts With Social Media
People flock to social media to discover the internet’s best content. Though you don’t need to produce viral posts every day, you do need to provide compelling and engaging information on a consistent basis. And some of the most impactful content you can share has to do with corporate gift-matching opportunities!
There are nearly as many social media outlets as there are stars in the universe, so it’s best to focus on really optimizing your strategy on just a few sites. Depending on your organization and its typical donor base, this might include Facebook, Twitter, LinkedIn, and more. Regardless of the platforms you choose, each networking site requires a nuanced approach to get your information out there and best engage with your audience.
Best practices for marketing matching gifts with your social media platforms include:
Whether or not you employ a matching gift service, a simple tweet, Facebook post, or LinkedIn article can spread the word about these programs to thousands of donors.
Social media sites like these offer a great way to keep people up-to-date on your nonprofit’s campaigns, inform your audience about matching gift opportunities, and encourage donors to look into the process. Just be sure to include a direct link to a location where users can uncover additional information and the next steps!
Marketing Matching Gifts With SMS Outreach
Another form of digital communication that is becoming increasingly popular among nonprofits and their donors is texting. In fact, studies show that SMS marketing reports average open and response rates of 98% and 45%, respectively. As a result, text messaging, or SMS, can be a fantastic way to reach donors quickly and affordably using direct marketing strategies.
Best practices for marketing matching gifts with SMS communications include:
Luckily, there are a number of tech solutions designed to streamline and simplify the processes involved with mass, pre-scheduled text messaging. For example, Double the Donation utilizes programmable communications company, Twilio to offer automated matching gift text marketing services for its enterprise clients.
Marketing Matching Gifts With Start / End-of-Year Reminders
Matchable donations have limited lifespans, so you need to promote matching gifts to eligible donors before the clock runs. In other words, a supporter can’t donate in 2018 and submit a matching gift request for that donation in 2022.
Although program specifics vary by company, most corporations adhere to one of the following types of standards for matching gift submission deadlines:
That’s why year-end and new-year appeals can be such a great way to remind donors about impending matching gift deadlines.
Best practices for marketing matching gifts with your start or end-of-year reminders include:
While you should certainly be encouraging donors to submit matching gift requests at the time of the donation, many companies have an extended grace period. The end/start of each new year is a fantastic opportunity to remind all donors that there may still be time to submit a matching gift.
Don’t miss out on a final chance to double donations from the year!
Nonprofits need every dollar they can grab, and matching gifts are an effective way to increase fundraising without demanding too much out of donors. The first step is simply making donors aware of the opportunities—and one of the best ways to do so is by marketing matching gifts in your digital communications.
Whether you promote matching gift opportunities in your online newsletters, social media posts, or emails (or a combination of all of the above), digital outreach allows you to showcase matching gifts in a simple and affordable yet still effective way.
Get ready to maximize your matching gift funding! Explore our other suggested educational resources on the topic below:
Nonprofit Stock Donations and Matching Gifts | What to Know
/in Fundraising Ideas, Lists and Rankings, Matching Gift Companies /by Adam WeingerDonations of stocks, mutual funds, and other securities are increasing in popularity as a way for individuals to support their favorite causes. After all, these gifts offer exclusive financial benefits both to the donor contributing the gift and the nonprofit receiving it. But what about nonprofit stock donations and matching gifts? Are gifts of securities typically eligible to be matched by donors’ employers?
These are good questions—and they’re cropping up more around nonprofits and donors alike. As a nonprofit fundraising professional, you surely understand the value of corporate matching gifts and are seeking to get as many company matches flowing into your mission as possible.
That’s why we’ve put together this guide that will cover everything your team should know about stock donations and matching gifts by exploring the following topics:
Ready to dive into the world of securities and gift matches? Let’s begin with a brief overview of nonprofit stock donations.
Donating Stock to Nonprofits: FAQ
Just getting started with nonprofit stock donations? These are some frequently asked questions—and answers—on the topic.
Stock donations are a unique method of giving in which individual donors can support nonprofit causes by transferring ownership of stock shares from themselves to the organization in question.
Stock donations are also referred to as gifts of securities, which typically encompasses transfers of stocks, bonds, or mutual funds.
In order to secure the full financial benefits of a stock donation, the donor should have held the stock for at least one year from the time of the gift. The organization then has the option to sell the stock immediately upon receiving the donation or allow its shares to continue to appreciate in value.
What are mutual fund donations?
While stock donations typically involve the transfer of shares within a single company, mutual funds can include a portfolio of thousands of stocks, bonds, and other securities compiled as a single entity.
But when it comes to donating assets to charity, mutual fund donations function similarly to stock donations—and similar rules apply regarding mutual fund and stock donations and matching gifts. Most companies that match gifts of stock will also match mutual fund donations and vice versa.
One thing to note, however, is that the mutual fund transfer process can be a bit more complicated than that of single stocks and may require a more hands-on process by the organization receiving the securities.
Why do individuals donate stocks to nonprofit causes?
Nonprofit stock donations are becoming a favorite giving method among donors for multiple reasons. For one, gifts of securities such as stocks enable donors to contribute more to an organization and its mission than they might be able to on their own.
If an individual purchases $100 in stock from a company that has since appreciated to double in value, they will be able to funnel $200 toward a cause that they care about—despite having only paid $100 for the initial stock shares! (And if the donor’s employer will match their stock donation, the end value can reach higher than $400—but more on that later.)
Additionally, when donating stocks that have been appreciating for more than a year, donors actually contribute 20% more to the nonprofit than if they had first sold their stocks and made a cash donation with the proceeds. That’s because when an individual sells their stock, they’re subject to pay significant capital gains taxes, which are not applicable should they transfer the stock to the receiving organization.
Are all stocks able to be donated to nonprofit organizations?
Most stocks will be eligible for donation purposes to most nonprofit causes. However, some organizations may place certain stipulations on the types of companies whose stocks they will and will not accept.
For example, the American Heart Association refuses donations of stock or other interests in companies relating to tobacco, nicotine delivery, or cannabis. In the case that an individual attempts a stock donation that is not accepted by the organization to which they gave, the securities will ultimately be returned to the donor.
Nonprofits That Accept Stock Donations
Many nonprofit organizations accept charitable gifts of stocks and mutual funds, and the trend is continuing to grow. In the next few years, we can expect more and more charitable causes to collect and incorporate gifts of securities into their overall fundraising strategies.
As of now, we’ve pulled a list of a few well-known causes and their current guidelines for donating stock.
Donors interested in contributing stock to a particular cause are encouraged to explore their website, as the information regarding stock donation acceptance is often included within the organization’s “ways to give” page.
1. American Heart Association
The American Heart Association (or AHA) gladly accepts gifts of stocks (and mutual funds) from generous donors and provides easily accessible guidelines and instructions for multiple methods of doing so.
Here’s what their website had to say:
Read up on the full program guidelines here.
2. Leukemia and Lymphoma Society
The Leukemia and Lymphoma Society, also known as LLS, encourages charitable donations of stock and mutual fund assets as well. They even provide a brief overview of the tax benefits offered to stock donors who are considering the option!
Here’s what their website had to say:
Read up on the full program guidelines here.
3. American Society for the Prevention of Cruelty to Animals
The ASPCA is another organization that accepts stock transfer donations as a way for donors to support their cause. Within their plethora of suggested giving methods, gifts of security are highlighted along with detailed instructions on how to conduct the transfer process.
Here’s what their website had to say:
Read up on the full program guidelines here.
4. Syracuse University
Syracuse University provides donors and prospects with information regarding multiple kinds of stock donations—including marketable securities, closely-held securities, electronic stock transfers via DTC, and mutual fund transfers. Their site also prominently displays contact information for the university’s advancement department which will help facilitate the transfer!
Here’s what their website had to say:
Read up on the full program guidelines here.
5. Piedmont Healthcare
Piedmont Healthcare utilizes its website to encourage stock donations by interested supporters. One way they do so is by briefly highlighting the benefits to both their institution as well as to the donor contributing the appreciated securities (of both stocks and mutual funds).
Here’s what their website had to say:
Read up on the full program guidelines here.
6. Florida State University
Florida State University provides stock donors (and prospective donors) with detailed instructions that outline the securities transfer process. The FSU Foundation incorporates tips and tricks for donors aiming to contribute stock to the university, whether electronically or with physical certificates.
Here’s what their website had to say:
Read up on the full program guidelines here.
7. National Kidney Foundation
The National Kidney Foundation includes stock donations as one of their suggested ways to support the institution—along with other giving ideas such as cryptocurrency, vehicle donations, fundraising events, and more.
This organization provides interested stock donors with a downloadable PDF made available through their “Get Involved” web page.
Here’s what their website had to say:
Read up on the full program guidelines here.
8. Lazarex Cancer Foundation
The Lazarex Cancer Foundation also encourages stock donations within their “How You Can Help” page. This section quickly highlights the significant tax benefits to the organization and the subsequently increased impact a supporter’s gift can make.
Here’s what their website had to say:
Read up on the full program guidelines here.
Matching Stock Donations: The Basics
Clearly, stock donations are a great stream of additional fundraising revenue for nonprofits, and they’re becoming an increasingly sought after resource. At the same time, organizations are looking to get their charitable donations matched by donors’ employing companies.
So, do the two ideas coincide at all? Here’s what your fundraising team needs to know about the relationship between nonprofit stock donations and matching gifts.
Are stock donations typically eligible for corporate matching gift programs?
The #1 factor that determines whether an individual’s stock donation is eligible for a match through their employer is who their employer is and what that company has established in its matching gift program guidelines.
For example, some companies consider gifts of securities a particular form of in-kind donation (which are, unfortunately, not match-eligible in most cases). In that case, stock donations made by employees of these companies may not be eligible to request a financial match.
On the other hand, many businesses have classified stock donations as a form of monetary gift (in the likes of cash, debit/credit payments, or bank transfers) or a common exception to the in-kind donation rule. Donors employed by these companies are typically able to secure a gift match on behalf of your organization—so long as the value of the stock falls between the businesses’ predetermined thresholds.
Additionally, you’ll want to keep in mind that, as gifts of securities continue to grow in popularity among donors, we can expect many companies to begin adopting stock-inclusive matching gift program criteria for employee gifts in the near future.
How can I know if an individual’s stock donation qualifies for a match?
Let’s say your organization has just received a generous stock donation from a supporter of your cause. You may already know that their employer offers a matching gift program, and you’re looking to determine whether the stock gift is eligible for a match as well. Or, perhaps you’re unaware of whether the employing company matches any sort of employee donations to begin with. In either case, the answer should be located within the corporation’s matching gift program guidelines.
Nonprofits looking for this information may decide to conduct an online search for a company’s publicly-facing matching gift program guidelines to determine whether stock donations are mentioned. Donors seeking the information on their employers’ giving program can do a similar search of online resources, or they may look to internal documentation in an office policy handbook, workplace giving portal, etc.
However, the easiest way to uncover match-eligibility status for any donation—stock or otherwise—is by utilizing a matching gift company database.
Luckily, Double the Donation offers the most comprehensive database available, with detailed listings for tens of thousands of companies. Nonprofits and donors alike can begin typing a company’s name within the embedded autocompleting search tool and be instantaneously met with match qualifications, types of eligible donations, and more.
If the provided guidelines mention stock donations as a viable option for matching donations, you have your answer—the gift of stock is likely matchable for your cause!
If available documentation fails to reference gifts of securities at all, on the other hand, it’s likely that the donation would not be eligible for a corporate match. However, we recommend encouraging donors to inquire about the possibility with their companies to find the most definitive answer to the question at hand.
What are corporate stock donation matches worth?
When a stock donation (that has previously been identified as eligible for a corporate matching gift) is requested by a donor, the employer typically agrees to match the value of the stock on the day on which the stock transfer was made.
Thus, nonprofit donors are able to secure a match by their employer equal to the purchase price plus the appreciated value of the stock—which is typically greater than the individual’s initial financial investment!
What trends are expected regarding stock donations and matching gifts?
As of 2022, it’s estimated that the majority of companies with employee donation-matching programs do not currently provide matches for gifts of stock and mutual fund contributions. However, more and more companies are matching these gifts—and leading the way toward others eventually following suit.
The more popular stock grows as a form of nonprofit giving, the more companies will adopt stock-inclusive matching gift program guidelines.
And when you take a look at the financial benefits to parties on both sides of the transaction (one research study reported fundraising growth of up to 55% for organizations that allowed non-cash donations such as stock as viable donation options!), and the ease with which gifts of securities are becoming, it’s likely a trend that we’re just seeing the beginnings of.
Companies That Match Stock Donations
Companies that match employee stock donations do so for the same reason as to why they match cash donations. These typically include corporate tax benefits, increased employee engagement, and positive public relations efforts.
Though not all businesses with gift-matching programs consider stock donations as matching gift eligible, many do. Here are a few examples of companies that match stock donations made by their employees to qualifying charities!
1. Chevron
Chevron is well-regarded as having a generous corporate matching gift program, agreeing to match up to $10,000 in charitable donations per employee on an annual basis. And the best part is that they do match the market value of stock donations that their employees transfer to nearly all nonprofit organizations.
Here’s a glimpse at what Chevron says about stock donations and matching gifts:
Read up on the full program guidelines here.
2. Google
Google offers both full and part-time employees the opportunity to participate in its corporate gift-matching initiative! Gifts worth up to $10,000 (including stock donations) will be matched to many nonprofit causes, including educational institutions, health and human services, cultural and community organizations, environmental nonprofits, and more.
Here’s a glimpse at what Google says about stock donations and matching gifts:
Read up on the full program guidelines here.
3. General Electric
General Electric has matched a wide range of employee donations since 1954. In fact, it was the first corporation to roll out a corporate gift-matching program, though it was a fairly limited offering compared to what we see now!
Since then, GE has expanded its employee giving program to encompass new methods of giving—including contributing securities such as stocks—as well as more nonprofits being eligible to receive funding.
Here’s a glimpse at what General Electric says about stock donations and matching gifts:
Read up on the full program guidelines here.
4. Merck
Merck & Co. matches numerous types of employee donations to charitable organizations. Within the company’s matching program criteria, they include a fairly detailed account of stock donations—including the process for requesting a corporate match and the benefits employees receive from giving this way.
Here’s a glimpse at what Merck says about stock donations and matching gifts:
Read up on the full program guidelines here.
5. State Farm
State Farm Insurance matches donations made by current full-time employees, part-time team members, and retired workers alike—in any way they give to nonprofits. This includes gifts of securities and mutual funds, for which they detail a few stipulations of match eligibility.
Here’s a glimpse at what State Farm says about stock donations and matching gifts:
Read up on the full program guidelines here.
6. Verizon
Verizon offers its employees multiple matching gift program options, the individual matching grants program being the one in which stock donations are considered match-eligible contributions. The company matches to nearly all 501(c)(3) organizations (or an equivalent internationally), with schools being eligible for a $5,000 donation or stock match and other nonprofits for a $1,000 donation or stock match.
Here’s a glimpse at what Verizon says about stock donations and matching gifts:
Read up on the full program guidelines here.
7. Apple
Apple offers a slightly different type of corporate stock donation-matching program but will match certain gifts of securities nonetheless. Instead of matching any kind of stock donations, Apple matches stock donations only of the Apple company itself.
Here’s a glimpse at what Apple says about stock donations and matching gifts:
Read up on the full program guidelines here.
There’s no one-size-fits-all answer when it comes to nonprofit stock donations and matching gifts. Some companies will match employee gifts of securities, while others will not.
But the good news is that more and more corporations are beginning to be inclusive of stock and mutual fund donations within their employee matching programs. That means you’ll want to keep an eye out for new programs being established and existing matching gift companies expanding their eligibility criteria.
Interested in learning more about matching gifts and other nonprofit fundraising opportunities? Check out these other Double the Donation resources:
Matching Gifts With ActBlue + Double the Donation
/in Learning Center /by Adam WeingerImagine you run an organization working to promote social good in your community. You’ve been tasked with planning an upcoming fundraising campaign for your group, and you’ll need to collect as much revenue as you can in a short amount of time.
But there’s one problem—the majority of your organization’s support network are low and mid-size donors who often don’t have the capacity to shell out hundreds of thousands of dollars for your cause. And that’s where matching gifts come in!
Corporate matching gift programs enable donors to double the impact of their donations by requesting gift matches from participating employers. As a result, donations go twice as far, and these donors see their support being stretched to do even greater things.
So, how do you get started leveraging this widely available yet continually underutilized form of funding? For this example, let’s say your team is already equipped with ActBlue’s online donation platform. All you need to do to get the ball rolling with matching gifts is integrate Double the Donation’s workplace giving software into your existing ActBlue donation process!
This guide will provide you with an overview of the ActBlue + Double the Donation integration, what that means for organizations like yours, and how to make the most of matching gifts with the right tools. Then, we’ll share a quick story of an organization that leverages ActBlue and Double the Donation to successfully raise more with matching gifts.
Let’s dive in!
What is ActBlue?
ActBlue is a leading nonprofit technology provider that works to equip left-leaning organizations, Democratic candidates, and more with the tools they need to fund their efforts. Founded in 2004, ActBlue has helped progressive groups raise nearly $10 billion with their free online fundraising solution.
As a nonprofit itself, ActBlue targets “small-dollar” donors in order to make big changes—including its own supporters!
ActBlue + Double the Donation: What Does the Integration Offer?
With an integration between ActBlue and Double the Donation, both platforms aim to empower more donors to make a greater impact on their favorite causes. Here’s what they have to offer:
And if you’re not sure how to get set up or are looking to troubleshoot a concern, ActBlue and Double the Donation each prioritizes friendly, responsive, and trustworthy client support teams to help guide your way. You’ll receive timely and effective solutions that empower you to utilize your software to the greatest extent.
Client Case Study: How Rideshare2Vote Aware Matches Gifts With ActBlue + Double the Donation
Rideshare2Vote Aware is a nonprofit organization dedicated to training mission-driven leaders, transporting voters to get to the polls during elections, and elevating community and civic engagement overall.
In order to fund their efforts, R2V Aware relies on generous donations from like-minded supporters. Now, the organization has partnered with ActBlue and Double the Donation to raise more through matching gifts by leveraging the comprehensive fundraising solution (and incorporating many of the tips shared above).
Since getting up and running with their software integration, Rideshare2Vote Aware has established a fantastic matching gifts page on their website, as you can see here.
These are some things that R2V Aware’s matching gift web page does well:
With these matching gift best practices in place, the Rideshare2Vote Aware team is able to inform their donors about available matching gift opportunities and encourage individuals to pursue matches through their employers. Increased exposure to matching gifts through online promotion and targeted email follow-ups leads to increased matches submitted, which ultimately leads to increased matching funding for their cause.
3 Tips for Driving More Matches with ActBlue and Double the Donation
Matching gifts enable small-dollar donors to make a larger impact on the organizations and campaigns they support and to do so at a level they might have been unable to reach on their own.
If you’re looking to leverage the software integration between ActBlue and Double the Donation as described above, consider implementing these best practices in your strategy:
1. Create a dedicated matching gift web page.
Your website is one of your organization’s most valuable marketing assets for all sorts of purposes—from sharing information about your services to the funds you need to power your mission. It makes sense that matching gifts should be promoted heavily across your website! This should include a mention in your navigation menu, a brief overview on your “ways to give” page, and a solid description on a dedicated matching gift web page.
This page should be quick to locate from any other area on your website, incorporate the information donors need to be inspired by the impact of matching gifts and provide easy ways for users to determine their next steps for getting involved.
2. Highlight matching gifts on your donation confirmation page.
When a donor clicks “submit” on their donation, they’re typically redirected to the organization’s confirmation page, where the organization provides a brief thank-you message. However, your donation confirmation screens offer one of the best and most impactful ways to promote matching gifts to your donors.
At this stage in the giving experience, many donors are still riding their post-donation high. Make the most of this giving momentum by encouraging individuals to take the next step in order to acquire a matching gift for your cause.
To do so, we recommend embedding a matching gift search tool directly into your confirmation screen! Donors are prompted to complete a quick search of their employer’s name, which provides ample information about the company’s matching gift process (and what to do next).
Bonus tip: This practice is really simple to incorporate if your organization utilizes ActBlue’s embeddable donation forms alongside Double the Donation’s tools!
3. Incorporate personalized matching gift donation follow-ups.
Not everyone will complete their matching gift request from your confirmation screen. And for those individuals, sending customized reminder messaging after the fact can be a great way to get supporters back in the giving mood—especially when it doesn’t require them to reach back into their own pockets.
If you have donor employer data on record, you can even provide company-specific matching gift program guidelines and submission forms without lifting a finger. Armed with this information, donors are more likely to complete their matching gift request process.
Your organization receives additional funding, and your donor knows they were able to impact your cause in an even greater way!
ActBlue and Double the Donation each function to provide organizations like yours with best-in-class technology for raising more. When you utilize the two solutions together, the results can show significantly elevated matching gifts and overall fundraising efforts.
Interested in getting started with ActBlue and Double the Donation? Learn more about the partnership with our detailed integration guide or request a personalized demo of Double the Donation’s 360MatchPro here!
Corporate Philanthropy + Employee Retention: The Connection
/in Corporate Consulting, Learning Center /by Adam WeingerDid you know that 71% of surveyed employees stated that it’s very important to work at a company that supports giving to and volunteering with nonprofit causes?
Or that 77% of millennials reported a sense of purpose as part of the reason they selected their current employer?
Or that employees who engage with corporate giving programs tend to have 75% longer tenures with the company?
Or that 55% of employees would even take a lower salary in order to work for a socially responsible company?
These facts—and more—help demonstrate the powerful internal benefits that corporate philanthropy and CSR can have on a business. And when it comes to corporate philanthropy and employee retention, the impact is substantial.
In this guide, we’ll provide companies with everything there is to know about corporate giving, staff retention, and the overlap of the two key concepts. If you’re looking to better engage your employees and keep them around for as long as possible, let’s dive in with the following topics:
Effective corporate philanthropy initiatives and high levels of employee retention year over year can each play significant roles in a company’s overall success. But many business owners fail to realize that the two ideas actually go hand in hand!
Let’s see how it works.
An Overview of Corporate Philanthropy
Corporate philanthropy is a key component of CSR (or corporate social responsibility), in which businesses dedicate time, money, and resources to promote the welfare of others. This often occurs through charitable donations to nonprofit organizations looking to drive a particular mission forward. Some of the most common examples of corporate philanthropy offerings are community grants, matching gifts, team volunteerism, event sponsorships, and more.
Thousands of businesses opt to partake in corporate philanthropy in one form or another, in no small part due to the substantial benefits that participating companies see. These advantages include—but are not limited to—an improved brand image, increased marketing opportunities and sales, heightened levels of team member engagement, attraction of new candidates, and (of course) elevated rates of employee retention.
What To Know About Employee Retention
Every company wants to have high levels of employee retention. Not only is it more cost-effective to maintain the same high-performing team members year after year, but it also demonstrates a positive work environment that will be attractive to new potential employees as well. This will enable your business to onboard more top team members who will, ideally, also stay at the job for years to come.
And it all comes down to this: employees who are highly engaged in their roles are more likely to be retained at a business for longer periods. Not to mention, you’ll require less time and energy devoted to hiring and onboarding new individuals, develop an inviting employee culture, and see higher levels of productivity among team members.
The Overlap Between Philanthropy + Staff Retention
Companies tend to see a significant positive correlation between investments in corporate philanthropy and employee retention results.
But why? It’s simple: corporate philanthropy initiatives lead to higher levels of employee engagement. High levels of engagement lead to lengthened employee tenures at the business.
This is because people (especially those of younger generations) like working for companies that promote social good. In fact, 54% of employees who are proud of their company’s contributions to society report being engaged in the workplace. As a result, these individuals are significantly less likely to leave their employers.
Tips for Driving Corporate Philanthropy + Employee Retention
Ready to see these benefits for your own team? Check out our top three tried-and-true practices for companies looking to increase philanthropy and retention:
1. Enable employees to play a significant role in your company’s giving.
Giving to any nonprofit will have a number of benefits to your business and its team. But when you allow employees to play a hands-on role in your corporate philanthropy initiatives and decisions, you’ll receive multiple times the impact on your engagement and retention strategies.
And that’s where workplace giving comes in!
Workplace giving is a particular form of corporate philanthropy where individual employees are encouraged to take the driver’s seat in their employers’ philanthropic initiatives. In these programs, team members are able to direct the company’s dollars toward their favorite nonprofit causes. For example, matching gifts and volunteer grants are offered when a company provides additional support to organizations that their employees are already supporting, whether through time or dollars.
With workplace giving and other employee-led programs, employees have a larger say in the businesses’ overall CSR and can feel the impacts of their employers’ giving on a more personal scale.
2. Provide many ways for employees to participate in philanthropic efforts.
Corporate philanthropy—and even workplace giving—is not a one-size-fits-all solution for employee retention or overall CSR. There are tons of powerful ideas for companies and their employees to get involved.
A few of our favorite ways for companies and their employees to participate in philanthropy include:
In addition, the more you simplify involvement with your company’s giving programs, the higher levels of participation, engagement, and retention you’ll likely see. For example, one of the most important factors for providing employees with an optimized giving experience is the requirements of eligible contributions.
If you’re matching employee donations, it’s a good idea to match all kinds of donations—such as website, in-person, direct mail, text, and peer-to-peer gifts. The more involvement options you provide, the more likely an individual is to get their gift matched.
Keep in mind that not every employee will want to engage with nonprofit causes in the same way. For some, matching gifts are an amazing opportunity—especially if an individual already gives to a qualifying organization.
On the other hand, some employees will prefer to assist nonprofits with their time instead. For these team members, volunteerism-based initiatives such as group volunteer events and dollars for doers grants will have a larger impact on their likelihood of participating and overall engagement levels.
3. Effectively communicate the impact of your philanthropy to employees.
Beyond simplifying the process, one of the best ways to drive employee participation (and increase the benefits of your efforts) is to focus on the positive impact that your philanthropy has on the world.
Here are a few common ways that companies can do so:
And these don’t have to be solely internal strategies, either. Prioritizing your company’s philanthropic impact can be a great way to drive team-wide engagement in the programs and, thus, increase retention rates. But these same ideas can also be used to elevate your brand in the public eye as well.
Without an effective strategy in place to communicate the value of your company’s giving initiatives, on the other hand, your team is not likely to receive the greatest benefits possible. Your philanthropy won’t keep employees at your company if nobody—team members included—know about the efforts.
The more a company participates in corporate giving initiatives, the higher the level of pride employees have in the business, and the more its employees will be engaged in their role. Each of these ultimately leads to significantly higher rates of retention, which, in turn, enables the corporation to invest more into its philanthropic efforts.
So if you’ve been looking for new ways to keep your high-performing employees with the business for longer, getting started with corporate philanthropy might be just what you’re looking for. Good luck!
Learn more about the benefits of corporate philanthropy and how to get involved with these other company-specific educational resources:
How CSR Impacts Businesses: A Guide For Corporations
/in Learning Center, Marketing Strategies, Matching Gift Companies /by Adam WeingerCorporate social responsibility (often referred to as the shortened ‘CSR’) is a practice followed by many companies where they work to improve society in some form. CSR is often seen in terms of philanthropy, environmental leadership, ethical labor practices, and economic responsibility.
If you’re wondering how CSR impacts businesses—particularly the businesses that enact these practices in the first place—the advantages are expansive.
In this complete CSR guide for businesses, we’ll dive deep into the benefits of corporate social responsibility—everything your company needs to know on the topic to maximize the effectiveness of your efforts—exploring the following topics:
Ready to get up to speed on socially responsible efforts and see what you can do to bring your business to the next level? Let’s begin!
FAQ: How CSR Impacts Businesses
Does your company have an existing CSR plan in place, or are you looking to dive into strategic corporate social responsibility for the first time? Either way, you’ll likely have some questions regarding the practice.
Let’s walk through five questions and answers that are often pondered by corporations such as yours!
What are the main components of corporate social responsibility?
Corporate social responsibility is an overarching term used to describe a wide range of corporate efforts that are designed to make the world a better place. Most CSR initiatives will encompass these key values:
Some CSR efforts may incorporate elements from multiple categories, too!
For example, a company financially contributing to an environmentally-focused nonprofit (whether through grants, matching gifts, etc.) can fall under both environmental and economic responsibilities.
How can a company become more socially responsible?
There are tons of practices that businesses of all shapes, sizes, and sectors are adopting in order to increase their level of corporate social responsibility. Here are a few things a company might do:
The tactics you choose to employ at your business can also play a role in the benefits you see overall. For example, prioritizing staff wages and employee benefits can have a significant effect on the company’s internal culture and team member engagement. While this will likely also result in improved consumer relations (i.e., buyers like to shop with businesses they know treat employees well), the impact seen might be lesser as compared to that of the employees.
And the same is true the other way around! Producing ethical goods with sustainable practices can bring positive results to both consumers and employees, though consumer relations may see a larger, more tangible impact in terms of sales.
What is ESG and how does it compare to CSR?
There are a lot of acronyms in the corporate world, as you surely know. As a refresher, CSR refers to corporate social responsibility.
Now, here’s another one you might hear, especially in conversations about social responsibility: ESG.
ESG stands for environmental, social, and governance, and is a measure of the extent to which a business makes a positive impact on society beyond its own shareholders.
While the two ideas go hand in hand, they’re not entirely synonymous. One of the largest differentiators between the concepts is that CSR is a business model used to hold a company accountable for its actions to society, while ESG is a quantifiable measurement of a company’s social impact outcome.
How can I get my employees to participate in CSR?
Positive employee relations can be a top motivator of corporate social responsibility efforts in companies. But did you know that the employees themselves can actually participate (and benefit) as well? These employee-driven programs can even see increasingly positive internal results!
For example, employees who participate in a company’s matching gifts or volunteer grant programs benefit from knowing their own nonprofit donations or volunteer hours are making even more significant impacts on charitable causes that they care about. Plus, they know their employers are making an effort to support their favorite charities as well.
So how can you drive participation in these programs once they’re up and running? Here are a few ideas:
Workplace giving efforts, in particular, enable businesses to empower employees with hands-on roles in the company’s CSR. When employees feel they have a direct say in their employers’ social impact efforts, they’ll be increasingly aware of the efforts in place, and more likely to be highly engaged with the business.
What are new CSR trends that businesses are adopting?
As the world is changing, innovative technologies are developed, and new social, environmental, and economic needs arise, the CSR movement will continue to evolve. Here are a few things you can expect to see in the near future!
Many companies are transitioning to more employee-driven CSR programs—especially when it comes to philanthropy. In fact, our research reports that over 39% of companies aim to expand their workplace giving initiatives in the next two years!
Additionally, more and more companies are wanting to take a stand on social issues and other current events in the past few years. Though these issues may sometimes be controversial, a 2020 research study reported that nearly 60% of consumers expect the brands they support to have a position on topics such as racial discrimination, social justice, climate change, income inequality, and more. 50% of survey respondents even reported conducting online research to see how a business reacts to social issues before making a buying decision!
Not to mention, Diversity, Equity, and Inclusion (or DEI) continues to see significant growth at the forefront of many businesses’ practices. As a result, companies are placing a higher emphasis on developing an inclusive and diverse workplace that’s welcoming to people of all races, genders, religions, sexual orientations, ethnicities, socioeconomic statuses, disabilities, and more.
Key CSR Statistics Businesses Should Know
There are tons of reasons why a business might participate in corporate social responsibility—many of which boil down to the effects seen by the company’s employees and consumers alike.
Here are some key facts and figures that help communicate the implications of CSR:
How CSR Impacts Businesses’ Employees
(Sources: Double the Donation and re: Charity)
How CSR Impacts Businesses’ Consumers
(Sources: Harvard Business School and ViewsForChange)
4 Top Benefits of CSR for Businesses
Beyond the ideas of basic altruism, corporate social responsibility tactics also provide participating companies with powerful business benefits. Consumers, employees, and other essential shareholders will be more inclined to support your efforts, and you’ll see impactful results such as these!
1. Unique marketing opportunities
Cause marketing (or cause-related marketing) is a form of CSR in which a business supports a charitable cause while receiving strategic marketing benefits from the relationship. These types of CSR campaigns often involve a company offering to give a certain amount of money to a nonprofit organization in response to increased sales results (for example, 10% of a company’s profits may be donated to charity or a business may donate $1,000 for every 100 products sold).
When done well, cause marketing enables consumers to feel good about their purchases to socially responsible companies. As a result, the consumers are willing to pay a higher price, switch brand loyalties, or increase quantities of their purchases due to it benefiting a good cause.
So for your business, not only will you have the opportunity to participate in charitable efforts, but you’ll also gain more customers and more dollars toward your bottom line.
2. Increased employee engagement
The fact is, people want to work for companies that they feel good about contributing to. When an individual knows that their efforts at a business help drive social good, they’ll be driven to produce elevated results in their roles. And for that reason, there’s a significant positive correlation between employee engagement and corporate giving.
Pride in the company, along with belief in senior leadership, are some of the most essential drivers of employee engagement levels—and luckily, both components see benefits from social responsibility as well.
When employees are particularly engaged, the company will also see high levels of productivity, increased retention rates, and more.
3. New talent attracted to your team
Just like effective CSR efforts drive existing employees to want to do more in their roles at your company, the same efforts can also be used to attract new employees to the team.
As a result, many HR representatives are prioritizing corporate social responsibility in their recruiting efforts and within conversations with prospective candidates. Individuals looking to join a company that participates in CSR will be drawn to your business, and you’ll have a competitive advantage against other potential employers.
4. Improved internal company culture
Companies partaking in CSR also tend to have more positive internal cultures, which, of course, helps drive increased levels of engagement and retention. Company culture is more of an abstract concept and often incorporates the attitudes and behaviors of the business, its leadership, and its employees altogether.
Let’s take a look at a few examples to see how this works. Here are three types of CSR initiatives that can bring about a positive business culture:
Utilizing philanthropic initiatives as a way to build a positive company culture is a common practice for many businesses. But remember, the most successful efforts involve hands-on involvement by leadership as well.
When employees see their management and company leaders participating, they’ll be more inclined to do so themselves. And when individual team members get involved, the company’s culture is more likely to benefit.
5 Examples of Businesses Doing CSR Right
Looking to get started with CSR efforts but not sure how to begin? Get inspired by these popular companies who have exemplified what it looks like to be socially responsible and philanthropic (while also remaining profitable!).
Gilead Sciences
When it comes to philanthropic corporations, Gilead Sciences has led the pack for several years in a row. This biotechnology company contributes an average of $400 million each year to nonprofit causes, which comes out to a total of nearly 3% of their pre-tax profits. Plus, they offer a matching gift program for current full-time employees, agreeing to match donations of up to $2,000 per year to most nonprofit organizations!
They’ve also published a number of lofty goals to further elevate their CSR by 2030—including achieving net zero operational greenhouse gas emissions, ensuring 100% of their packaging is recyclable, eliminating all unnecessary plastics, and significantly increasing Black, Hispanic, and female representation in the company.
Johnson & Johnson
Johnson & Johnson has prioritized reducing their company’s impact on the planet over the last three decades by highlighting the importance of sustainable business practices. One key pillar of this effort was accomplished by harnessing wind power to significantly reduce pollution from their operations and ultimately offering up a renewable (and economic) alternative to traditional electricity.
In addition to the company’s environmental efforts, Johnson & Johnson also donates generously to many nonprofit organizations, including schools, health and human services, civic and community organizations, and more. Much of this funding is contributed through workplace giving programs as well, matching team member donations at a 2:1 rate up to $20,000 per employee per year!
Google
Google is another example of a highly regarded business with multiple effective CSR efforts in place. As a result, the company has earned the Reputation Institute’s highest CSR score, due in part to its philanthropic initiatives, renewable energy projects, and environmental impact reduction.
Not only do their data centers use 50% less energy than other comparable institutions, but they’ve also committed more than $1 billion to develop environmental efforts in the future. Plus, they have a generous donation-matching program, offering up to a $10,000 gift match for full- and part-time employees.
Lyft
One example of a business hosting a successful cause marketing campaign as a component of an overall CSR strategy is Lyft. Through their recent partnership with organizations like Bread of Life, United Way, and the National Council on Aging, Lyft offered free rides to essential workers and vulnerable populations through an initiative called LyftUp during the COVID-19 pandemic.
With this model in place, Lyft has elevated its brand reputation as one that cares about the underserved in its communities, thus driving popularity and sales.
Ben & Jerry’s
Since 1988, Ben & Jerry’s has been known for being a particularly outspoken advocate for all sorts of social causes. The company has partnered with nonprofit organizations such as 1% for Peace, Farm Aid, Children’s Defense Fund, Rock the Vote, Alaska Wilderness League, MyClimate and NativeEnergy, and many more to provide aid for social, environmental, economic, and scientific causes.
They’ve also launched more than one ice cream flavor dedicated to their favorite social causes, which include their “Save Our Swirled,” “Empower Mint,” “Justice ReMix’d,” and “Peace Pop.”
Corporate social responsibility is often framed as a win-win-win situation because companies, nonprofits, and the greater community each benefit greatly from its existence. As you consider how CSR impacts businesses like yours, think about all the good you can do in the world as well!
Ready to learn more about the benefits of corporate social responsibility and philanthropy to businesses like yours? Check out these other guides:
EIN Numbers for Matching Gift Programs: A Basic Guide
/in Learning Center, Marketing Strategies /by Adam WeingerAs a nonprofit fundraiser, you should hopefully know all about the enormous impact that corporate matching gifts bring to strategic fundraising efforts.
(If you’d like a matching gifts refresher before diving into what you should know about EIN numbers for matching gifts, we recommend checking out our comprehensive guide on matching gift fundamentals.)
Here’s a brief recap: matching gifts enable organizations to double existing donations when qualifying donors request corporate matches from their employers on your behalf. Yet unfortunately, millions of dollars of available matching gift revenue are left on the table each year. Two significant roadblocks to matching gift success are a lack of awareness of these programs and a lack of understanding of how eligible donors request their company matches.
And there’s one little piece of information that plays a huge role in just about any donor’s matching gift employer submission: the nonprofit’s EIN or employer identification number.
In this resource, we’ll dive deep into the world of EINs by covering the following key topics:
Ready to learn more about nonprofit EIN numbers—including what they are and their critical role in maximizing matching gifts? Let’s jump in with the basics.
1. EIN Numbers: The Definition
According to the Internal Revenue Service (commonly referred to as the IRS),
But don’t think that’s referring to for-profit businesses only!
In regards to nonprofits, an EIN is critical for identifying the organization as being an officially registered 501(c)(3) cause. By extension, this nine-digit number (formatted as XX-XXXXXXX) verifies an institution as a tax-exempt nonprofit, to which charitable donations are considered tax-deductible by the U.S. government.
You might even think of an organization’s EIN as the nonprofit (or business) version of a social security number.
This is the unique identifier belonging solely to the entity in question. No two groups share the same tax ID number, which allows the figure to pinpoint a particular organization and track all sorts of critical financial data. For nonprofits, this includes donations, tax receipts, and more.
2. Where Should a Nonprofit’s EIN Number Be?
Whether you’re a donor attempting to locate your favorite charity’s EIN number for a matching gift program or a nonprofit aiming to ensure your EIN is easily accessible to your audience, understanding the prime location for this information is essential.
So, where should an organization’s EIN number be found?
On the organization’s website
A nonprofit’s website is one of its most valuable assets for driving fundraising, improving donor engagement, and providing educational resources to viewers. As such, it’s critical that an organization incorporates its EIN number in multiple prominent locations across its site.
That’s why we recommend nonprofits include this information on their:
Keep in mind that if donors have to search particularly hard or click through a whole trail of breadcrumbs to locate your tax ID, they’re likely to call it quits before reaching the intended destination.
And if they need your EIN to submit their matching gift request, you might just miss out on that possible match. That’s why it’s essential to keep this information as openly accessible as possible.
Within donor communication materials
Beyond your nonprofit website, it’s also a good idea to include your EIN within a number of donor-facing communications. This typically includes:
Not only does providing your tax ID number in communication materials ensure donors have access to the information they need for their matching gift requests, but it can also help when it comes time to report their charitable contributions as tax-deductible!
Through third-party resources
There’s also a good chance that an organization’s tax ID number is available online through a third-party resource such as Charity Navigator, GuideStar, or the IRS itself. These sites can be useful for donors and prospects looking to learn more about nonprofit causes they support.
As a nonprofit, however, you should not rely on this being the case—let alone the available resources providing accurate and up-to-date information. Thus, make sure to prioritize getting your organization’s EIN number out via your own website and communication materials.
3. The Importance of EIN Numbers for Matching Gift Programs
Most companies that offer matching gift programs will require the receiving organization’s EIN number to successfully process the matching gift request and ultimately disburse the funding.
The EIN requirement will typically be in addition to other information about their employee’s donation, such as:
Without the organization’s ID number, the donor will likely be unable to submit their online match request—or if they do submit it without an EIN included, the request may be denied.
The purpose of the above information is so that the matching gift company can verify that the initial donation was made, along with it having been contributed to a qualifying nonprofit cause. Not to mention, having access to the organization’s official tax ID number also ensures that the employer is able to give to the same organization its employee did.
4. The Role of EIN Numbers With CSR Platforms
Thousands of companies with workplace giving programs utilize CSR platforms (sometimes referred to as corporate giving platforms, matching gift software vendors, etc.). These solutions were developed to help businesses manage their philanthropic initiatives. For many, that means matching gifts.
If your donors work for those companies (which it’s fairly likely that they do), participating individuals are often required to submit corporate matching gift requests through their employer’s CSR software portal.
And to complete their request, they’ll need the EIN number of the organization to which they gave.
Many companies even choose to automate their matching gift facilitation through the use of corporate giving software. When this occurs, donors simply fill out an online form provided by the CSR platform. The donation information entered (including EIN) is then quickly scanned against the business’s pre-determined matching gift criteria. This typically includes minimum and maximum donation amounts, types of qualifying nonprofits, and more.
The request is then approved or denied, and, if approved, the funding moves toward the distribution process. So as you work to drive as many matching gifts as possible—with as few roadblocks as possible—it’s essential that you provide individuals with the information they require.
5. How to Simplify EIN Numbers for Donors
So you understand why your organization’s EIN is essential to matching gift fundraising. But what can you do to make this information easily accessible and simplify the process of obtaining the figure for donors?
Leveraging matching gift automation software like Double the Donation can help in two keys ways:
For example, check out how two leading nonprofit organizations display their EINs on their dedicated matching gifts pages for supporters:
American Heart Association
Leukemia & Lymphoma Society
Sometimes the process of identifying the right EIN number can be particularly difficult for nonprofit supporters. For example, some large schools, universities, and multi-chapter organizations may have multiple tax ID numbers—often a different EIN for each component of the overall cause.
In that case, you might want to include brief instructions within your matching gift follow-up emails that direct donors to the correct information. This can be as simple as incorporating a note near your matching gift company instructions. For example: “Kindly visit our dedicated matching gift page and look for the correct EIN for your matching gift request.”
If your organization has a single EIN number, you might still choose to include a reminder that the information is available on your matching gift web page. Alternatively, you could insert the number directly into your matching gift follow-up email for even easier access.
The more your organization simplifies the matching gift process for its donors, the more individuals are likely to participate—namely, following their matching gift request from beginning to end.
By highlighting EIN numbers for matching gift programs, your team can ensure your match-eligible supporters have the information they need to complete their employer’s submission process. You’ll receive additional corporate funding, and your donors are able to make an even more significant impact on a cause they care about. That’s what we like to call a win-win!
Want to learn more? Make the most of matching gifts with our other top fundraising and corporate giving resources here: